The floods that rampaged Chennai and several regions on the Coromandel coast in 2015 transformed Vasanth Kumar Mani’s life. A marketing professional with an IT firm, he had gone to Cuddalore for relief work. “I saw how people from other parts of the State donated food and clothes,” recalls Vasanth. “But they were just dropped off at the centre of the city. A lot of them didn’t reach those in need.” Vasanth saw how there was a huge gap between those willing to do something for society, and those who actually need it. “This is the case with farming,” he says.

“A farmer requires ?1,000 to plough half an acre of land,” he says. This amount may not be a big amount to a salaried city-dweller. “But for a marginal farmer, this is a big deal.” What if they and those with a heart and the capacity to give, are connected? This is the idea behind I Support Farming, a company that Vasanth and his brother Vijayakumar Mani founded in 2016. Vijay quit his HR job to take the plunge.

“We enable the partnership of the two,” says Vasanth, who holds a Bachelor’s degree in Agriculture. According to him, this business partnership is a win-win for all those who are involved. The “investment” made by a city-dweller, goes into buying seeds, fertilizers, and renting tractors (the company has its own). “We facilitate all of this,” he adds.

The company has a team of 14 on-field technical officers who oversee work on the land. “The profit is split among the three of us — a major portion goes to the farmer, and the rest for the investor and our company,” he explains.